MARKETING STRATEGY FORMULATION FOR LEISCOFFEE

• Main Author: Fachry Muchtar (NIM: 29116189), M.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28879
• Institution: Institut Teknologi Bandung

LEISCOFFE is a startup company based in the city of Bandung. The company was formed through the thought of supporting local products and increasing the standard of living the local farmers have. The company produce Luwak coffee products, available in different types and variants to satisfy various customers’ needs. <br /> <br /> <br /> <br /> LEISCOFFEE aim to keep the authentic and heritage product Indonesia has, in the midst of many modern products from outside the country domination. LEISCOFFEE also want to compete in International market promoting the local product with Indonesian identity. But there are some issues that challenge LEISCOFFEE which are low brand awareness and low market stability. Therefore, this research will offer marketing strategies for LEISCOFFEE to overcome the business issues. <br /> <br /> <br /> <br /> This research uses literatures as references, supported by real data received by interviewing prospect customers, competitors, and café owners as the methodology. This final project uses various analytical tools to examine the business condition and company situations. The tools are: PEST Analysis, Five Forces Porter Analysis, SWOT Analysis, TOWS Analysis, Business Model, and Marketing Mix. PEST Analysis and Five Forces Porter Analysis are used to examine external factors that have impact to the company, while SWOT Analysis is used to examine the internal factors within the company. Business Model and Marketing Mix would also be shown to give a description on how the company would run the business. And then, the analysis resulting variables were further examined using TOWS Matrix Analysis to create strategies. Then new business model and marketing mix are proposed following the results of TOWS Matrix Analysis. <br /> <br /> <br /> <br /> As the results, there are three main problems found that caused LEISCOFFEE current business issues. These three are: low value of products offered, the lack of distribution channel, and low branding effort. Moreover, there is also one problem found even though it has not caused any problem yet but might occur in the future: the possibility to get scarcity of products. <br /> <br /> <br /> <br /> The implementation of the strategy would be to repackage the product to increase the value offered, building strategic partnerships with government and distributors, hire a professional in marketing and branding to create the company’s image and reputation, and find additional and/or substitutes for Luwak coffee farmers and raw material suppliers to anticipate the scarcity. These strategies would be implemented based on the action plan that is outlined in a timeline at the end of the research.